Value Range: Typographic Campaign

Sainsburys main campaign points
• family orientated
• more important things than brands
• they save you money for the things that matter without compromising taste

As well as creating adverts for the Savour food range I also wanted to create a range of purely typographic posters in support of the Savours values and personality.

"There's more to you than the brands you buy" plays on the saying "theres more to you than meets the eye" the idea behind it being that you are not defined by the products you buy, there is more substance to you - you are an individual. This could be a strong marketing position for the Savour range: products are over sold and advertised - this range is focusing on the individual. Sainsbury's is saying to the audience 'we know who you are, and there is more to you than the food you buy'.  

Applying the poster idea to a magazine and a billboard to see how it looks in reality. The concepts there but the design needs a lot of work. The type is hard to read because there is no real differentiation between sections- there needs to be a hierarchy!

Separating the two sections so that viewers first see 'theres more to you' with 'than the brands you buy' only visible when the viewer gets closer. I wanted to the second statement to be less clear so that it supports the message; the brands you buy aren't important - it is you thats important!!

This was another poster idea I want to change the message because it is far too wordy and serious. The message needs to fit in with the positive personality of the Savour selection and promote the brand values. 

Flipping the oranges has made the design look quite weak and washed out, it definitely looked better the other way round as it created a stronger impact amongst the type and the orange made the poster clearly identifiable with Sainsburys. 

Moving the logo to the top makes a huge difference as it acts as a title to the typography. It makes it a lot clearer that the advert is for Sainsburys.

Selecting the main type in white helps it to stand out from a distance. What is more important than eating branded food? EVERYTHING! 

I will still continue to work on this design and get the type so it is perfect. I also want to think of some more statements which sum up the Savour values and purpose as it will help to change peoples perceptions to value products. However this is a good starting point.